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Pentingnya Penggunaan Merek Dan Kemasan Pada Produk Umkm Di Desa Sukadanau, Kabupaten Bekasi, Jawa Barat Debbie Tribudhi; Gatri Lunarindiah; Mona Patriyasa; Nurlida Fatmikasari; Raymond Siregar; Soeharjoto Soeharjoto
TRIDARMA: Pengabdian Kepada Masyarakat (PkM) Vol. 6 No. 1 (2023): May: Pengabdian Kepada Masyarakat (PkM)
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/abdimas.v6i1.3987

Pengabdian Kepada Masyarakat ini, bertujuan untuk memberikan pemahaman konsep merek dan pengemasan, guna meningkatkan nilai tambah produk Usaha Mikro Kecil dan Menengah dan meningkatkan pangsa pasarnya. Kegiatan ini, merupakan kerjasama Fakultas Ekonomi dan Bisnis Universitas Trisakti dengan PT. Coca Cola Europasific Partners Indonesia yang sedang mengembangkan program sustainability pada daerah binaannya di Desa Bestari Zona 1, Desa Sukadanau, Cikarang Barat. Mitra dari program ini para ibu rumah tangga yang tinggal diwilayah tersebut, yang sedang mengembangkan budidaya tanaman lidah buaya dan usaha dari produk turunannya, tetapi terkendala dalam memperluas pangsa pasarnya dan rendahnya nilai tambah dari produk yang dihasilkannya. Untuk itu, perlu diberikan pengetahuan tambahan pengetahuan merek dan pembuatan kemasan untuk menambah daya tarik bagi calon konsumen. Pihak PT. Coca Cola Europasific Partners Indonesia mengajak Tim Pengabdian Kepada Masyarakat dari Fakultas Ekonomi dan Bisnis Universitas Trisakti untuk berkontribusi dalam mengatasi kendala yang dihadapi mitra. Program ini, dilaksanakan dengan menggunakan metode penyuluhan yang dilakukan secara dua arah. Pelaksanaan Pengabdian Kepada Masyarakat ini berhasil dengan baik, karena pihak mitra dapat membuat merek dan kemasan yang menarik pada produknya, sehingga dapat menunjang keberhasilan dan mengembangkan usahanya. Namun, pasca pelaksanan Tim Pengabdian Kepada Masyarakat mendapatkan masukan dari mitra dan PT. Coca Cola Europasific Partners Indonesia Indonesia untuk memberikan penyuluhan dengan durasi waktu yang lebih lama dengan tema lain, serta perlu dibuatkan komuitas bersama di media sosial.

ANALYZING CONSUMER BEHAVIOR AND MARKETING STRATEGIES FOR GREEN SKINCARE BRANDS IN INDONESIA Maria Christina; Aurelia Lalita Kirana Jayananda; Raymond Raymond Siregar; Fatik Rahayu
Journal of Social and Economics Research Vol 6 No 1 (2024): JSER, June 2024
Publisher : Ikatan Dosen Menulis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/jser.v6i1.448

This study examines the impact of brand image and product risk attributes on consumer evaluations of skincare products. The analysis results indicate that the attribute that is the longest and closest to the x-axis is the brand image attribute, thus brand image is referred to as the x-axis. Meanwhile, the attribute that is the longest and closest to the y-axis is the product risk attribute, thus product risk is referred to as the y-axis. Among the six skincare products analyzed, The Body Shop deserves to be said as the market leader because it excels in two main dimensions and is located in the first quadrant (Positive X and Positive Y).

Analysis of Sports Brand Positioning Based on Consumer Perceptions Raissa, Adina; Adhilla, Siti; Siregar, Raymond; Rahayu, Fatik
BUDGETING : Journal of Business, Management and Accounting Vol 5 No 2 (2024): BUDGETING : Journal of Business, Management and Accounting
Publisher : Institut Penelitian Matematika Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/budgeting.v5i2.9635

The sports industry's expansion and growing focus on physical activities and healthy lifestyles have made sports brands important in satisfying consumer demands. Comprehending the positioning of sports brands in the Indonesian market is vital for formulating efficient marketing tactics and achieving a competitive advantage. This study examines various aspects of sports brand positioning, such as brand differentiation, market segmentation, brand objectives, and communication strategies. This study offers insights into the effective positioning strategies and best practices of leading sports brands in Indonesia. In the Indonesian market, comprehending the positioning strategies of sports brands is essential for gaining a competitive advantage. This study examines how selected variables enable brands to differentiate themselves and adapt to changing demands and preferences of Indonesian consumers. Consumer data is gathered via surveys and interviews. This study analyzes the brand positioning strategies of Nike, Adidas, Puma, NB, and Skechers, in relation to specific measurement variables. This study illuminates the positioning strategies utilized by selected sports brands in Indonesia. The study emphasizes the importance of various factors, including price, material quality, durability, style, brand reputation, customization options, and sustainability initiatives, in shaping consumers' perception and brand preference. This research offers valuable insights for sports marketing practitioners, brand managers, and strategic decision-makers regarding the significance of sports brand positioning and its role in achieving competitive advantages. This study adds to the current knowledge base and provides practical implications for creating effective marketing strategies in the Indonesian sports market by identifying successful positioning strategies used by these brands. Keywords: Consumer Perceptions, Sports Brand Positioning.

ANALISA STRATEGI POSITIONING MEREK: STUDI KASUS SPORT BRAND DI INDONESIA Setiawan, Donny; Raymond Siregar
Jurnal Ekonomi Trisakti Vol. 5 No. 2 (2025): Oktober
Publisher : Lembaga Penerbit Fakultas EKonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/v5i2.22929

Strategi positioning merek merupakan faktor krusial dalam keberhasilan merek olahraga di pasar yang kompetitif seperti Indonesia, seiring dengan meningkatnya kesadaran masyarakat akan gaya hidup sehat. Penelitian ini bertujuan untuk menganalisis dan mengevaluasi strategi positioning yang diterapkan oleh beberapa sport brand di Indonesia, termasuk Nike, Adidas, Puma, Skechers, dan New Balance. Penelitian ini menggunakan pendekatan kuantitatif deskriptif dengan metode survei melalui kuesioner terstruktur kepada 154 responden yang pernah membeli dan menggunakan sport brand di Indonesia. Data dianalisis menggunakan metode pendekatan atribut (attribute-based approach) dengan analisis diskriminan untuk memahami perbedaan antar brand berdasarkan atribut-atribut tertentu. Hasil penelitian menunjukkan bahwa atribut "Desain" dan "Variasi" adalah yang paling penting bagi konsumen. Nike unggul dalam "Variasi" dan "Ketersediaan" , Adidas menonjol dalam "Desain" dan "Kualitas" , Skechers unggul dalam "Harga" dan "Daya Tahan" , dan Puma unggul dalam "Kenyamanan". New Balance menunjukkan kinerja yang baik dalam "Kualitas" dan "Ketersediaan".

PROPOSAL LAB RISET PEMASARAN ANALISA SEGMENTING DAN TARGETING PASAR PROPERTI: STUDI KASUS DEVELOPER APARTEMENT DI INDONESIA Ishak Sergio Hasiholan Samosir; Raymond Siregar; Gavrila Debora Manampiring
Jurnal Ekonomi Trisakti Vol. 5 No. 2 (2025): Oktober
Publisher : Lembaga Penerbit Fakultas EKonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/v5i2.23080

Penelitian ini menganalisis segmentasi dan targeting pasar properti di Indonesia, yang sangat dinamis dan kompetitif. Strategi pemasaran tradisional dianggap kurang efektif dalam menjangkau konsumen modern dengan preferensi beragam. Oleh karena itu, segmentasi pasar dan targeting menjadi pilar utama untuk mengidentifikasi serta memahami kelompok konsumen secara spesifik, mengoptimalkan alokasi sumber daya, dan mengembangkan produk yang relevan. Penelitian ini bertujuan mengisi kesenjangan studi yang berfokus pada identifikasi segmen tanpa membahas strategi targeting yang optimal, terutama di pasar Indonesia yang unik. Pendekatan kuantitatif deskriptif digunakan dengan metode survei, menyebarkan kuesioner kepada 100 responden di JABODETABEK yang berminat pada apartemen untuk hunian atau investasi. Analisis klaster digunakan untuk mengidentifikasi segmen pasar (hierarchical procedure) dan menentukan targeting (non-hierarchical procedures). Variabel penelitian meliputi produk, harga, tempat, dan promosi, diukur dengan Skala Likert. Hasil penelitian diharapkan memberikan wawasan bagi pengembang, pemasar, akademisi, dan pembuat kebijakan untuk merumuskan strategi pemasaran yang lebih efektif.

Analysis of Segmentation and Targeting Strategies Of 4-Star Hotel Consumers In Jakarta Siregar, Raymond; Novi Cahayani; Wulan Sari; Diandra Vizara Santoso; Wurianisa Purnamisuri
ProBisnis : Jurnal Manajemen Vol. 16 No. 4 (2025): August: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

Show Abstract | Download Original | Original Source | Check in Google Scholar

This study aims to analyze the segmentation and targeting strategies for 4-star hotel consumers in Jakarta by identifying homogeneous customer groups and selecting the most promising target market. Using a quantitative descriptive approach, data were collected through a Likert-scale questionnaire covering four marketing mix variables: Product, Price, Place, and Promotion. Hierarchical Cluster Analysis was applied to identify market segments, resulting in six distinct clusters, followed by Non-Hierarchical Cluster Analysis to determine the target market. The findings indicate that Cluster 1 is the most attractive segment, characterized by guests who prioritize cleanliness, quality service, and complete facilities, and who are responsive to digital promotions. In terms of the 4P marketing mix, 4-star hotels have successfully delivered high-quality services, offered competitive yet premium pricing, maintained strategic locations, and utilized social media and online travel agents for effective promotion. The study recommends value-based marketing strategies to enhance customer loyalty and capitalize on peak seasons. Limitations include the restricted geographic scope to Jakarta and a short data collection period of two weeks. Future research should expand to other regions and extend the data collection timeframe to obtain more comprehensive results.

The Role of Social Media Influencers in Increasing Tourists’ Visit Intention in Indonesian Marine National Park Pratomo, Luki Adiati; Rahayu, Fatik; Siregar, Raymond; Rahayu, Dwi Hartini; Risde, Kahti Ramadhia; Lisanti, Prameshwari Dinda
Jurnal Minds: Manajemen Ide dan Inspirasi Vol 10 No 2 (2023): December
Publisher : Management Department, Universitas Islam Negeri Alauddin Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24252/minds.v10i2.41201

This study aims to determine the role of influencers in encouraging tourists' desire to visit the Indonesian Marine National Park. This research will measure the influencer's source characteristics and subjective norms influencing attitudes toward marketing communication and risk perception. Finally, it will investigate the effect of risk perception on tourists' visit intention. 190 respondents of consumers familiar with tourism influencers serve as the data for the analysis of covariant-based SEM. This research finds that source characteristics and subjective norms positively influence attitudes toward marketing communication. Attitude toward marketing communication does not affect the perceived risk of consumers. Otherwise, the perceived threat does not affect consumer visit intention. Implications and further research are provided.

Building brand credibility to increase consumer purchase intention: The role of influencer emotional attachment Rahayu, Fatik; Siregar, Raymond; Risde, Kahti Ramadhia; Nurulita, Dyahayu Amanda; Wijarnako, Faiq Raihan; Wijarnako, Khansa Fara; Ying, Luo
Jurnal Manajemen dan Pemasaran Jasa Vol. 17 No. 2 (2024): September
Publisher : Lembaga Penerbit Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/v17i2.19970

Influencer marketing is becoming more common in online shopping on social media, leading influencers to focus on improving the quality and uniqueness of their content. Previous studies have mainly focused on identifying influencer traits that affect the effectiveness of influencer marketing. This study aims to fill the gap by complementing and expanding this research using the meaning transfer model to investigate the role of emotional attachment in building brand credibility and increasing consumer purchase intention in Indonesia. Data from 268 participants were collected through questionnaires, and structural equation modeling was used for analysis. The results indicated that interactivity had a positive impact on influencer authenticity. Additionally, authenticity influences emotional attachment, affecting brand credibility and purchase intention. Based on these results, influencers should strive to be professional, honest, and objective and understand their followers' characteristics to enhance emotional attachment.

ANALYZING CONSUMER BEHAVIOR AND MARKETING STRATEGIES FOR GREEN SKINCARE BRANDS IN INDONESIA Maria Christina; Aurelia Lalita Kirana Jayananda; Raymond Raymond Siregar; Fatik Rahayu
Journal of Social and Economics Research Vol 6 No 1 (2024): JSER, June 2024
Publisher : Ikatan Dosen Menulis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/jser.v6i1.448

This study examines the impact of brand image and product risk attributes on consumer evaluations of skincare products. The analysis results indicate that the attribute that is the longest and closest to the x-axis is the brand image attribute, thus brand image is referred to as the x-axis. Meanwhile, the attribute that is the longest and closest to the y-axis is the product risk attribute, thus product risk is referred to as the y-axis. Among the six skincare products analyzed, The Body Shop deserves to be said as the market leader because it excels in two main dimensions and is located in the first quadrant (Positive X and Positive Y).

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